Easy to use · Pricing
People can't tell which plan to choose
Without a clear recommendation, undecided buyers take longer to choose, and some don't choose at all.
- Applies to
- pricing pages
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Several plans shown at equal visual weight with no badge, highlight or recommendation.
What good looks like
One plan is highlighted as recommended or most popular.
How to fix it
Highlight the plan most people should pick with a 'Most popular' label and make it stand out.
Based on
- Grid Design audit practice
Related checks
Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Your wordsPlan names don't help people chooseNames like Basic, Pro and Enterprise don't tell people which plan suits them, so some won't pick one at all.Easy to useIt's hard to tell your plans apartIf the difference isn't obvious, people put off deciding or just pick the cheapest.
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